“Dammit, Jim! I’m a designer, not a copywriter!” A lesson for designers on writing and tips for working effectively with content professionals

@fortydesign #AIGAAZ

That’s me, in the back there!

@rebekahcancino

“Just design it. We’ll flow the content in later.”

- A client

User experience isn’t just visual design.

Design is about communication.

 Delight

Comfort

Efficiency

Intuitiveness    Functionality

Design Goals

Working with copywriters  

Where to start  

Writing on your own  

Take a look inside  

Align business goals with user needs

1

Business goals

User needs

GOLD  

What is the business trying to accomplish? What do they need?

Understanding  

Who are you writing for? What do they need?

Empathy  

Thinking

Feeling Doing

Working with copywriters  

Where to start  

Writing on your own  

Writing on your own  

Design principles and best practices

2

Design principles  

 Delight

Comfort

Efficiency

Intuitiveness    Functionality

Design Goals

KATE KIEFER LEE, MAIL CHIMP

How might the reader be feeling? How do we want them to feel instead? What is the goal of the message? How will we accomplish that?

Ask questions

Voice & Tone  

 Delight

Comfort

Efficiency

Intuitiveness    Functionality

Design Goals

The voice of your writing reflects the brand personality and should stay consistent

Voice  

“Don’t play what’s there; play what’s not there.” - Miles Davis

“The notes I handle no better than many pianists. But the pauses between the notes—ah, that is

where the art resides.” - Artur Schnabel

vs.

What are 3-4 characteristics you’d use to describe your brand’s personality?

The tone of your writing will vary based on situations and goals

Tone  

“Be FUN, but professional.”

“We are fun…”

“…and professional. ”?

FUN? PROFESSIONAL? youthful silly witty playful merry lighthearted casual

slick qualified

sharp formal

polite polished

savvy

this not that

Universal Guidelines

Be authentic Be engaging Be specific Be appropriate

Be polite Be concise Be consistent Be careful

via @mulegirl

“Writing influences perception and understanding. Writing shapes the experience.”

- @nicoleslaw

Working with copywriters  

3

We’re better together

3

Get strategic  

Give visual and verbal design equal priority

R-E-S-P-E-C-T  

Consider content types  

Use message hierarchy to inform visual design

When possible, plan site architecture and wireframes collaboratively.

“Just try. You’ll improve. Keep going. Enjoy it.”

- Frank Chimero

THANKS  

Questions? Comments? Tweet @rebekahcancino or @fortydesign